Eco-brands' Development as a Way of Providing Companies' Sustainability in International Business (An Example of FMCG Market)

Global problems of society have given rise to the development of a new marketing paradigm, including environmental marketing. Successful implementation of "green" eco-branding strategies has an impact on their stability in international business in the modern competitive environment. Eco-strategies are particularly relevant for the FMCG industry, where the market of eco-products is actively growing. This paperwork analyzes such theoretical aspects of “greenness” of companies as the features of business re-orientation to eco-marketing, the concept of "green" marketing mix, types of environmental strategies in the FMCG market. The study also examined examples of implementation of eco-branding strategies in large and small FMCG companies. In the practical part of the work using methods of statistical analysis is conducted research of consumers of eco-products on the Russian FMCG market highlighting the characteristics of potential target segments. This research can be useful for representatives of the marketing departments of FMCG companies, as well as for anyone interested in the topic of eco-trends.